Stop dirty data before it reaches your analytics platform
Clean analytics start with clean tracking parameters. Enforce UTM standards at the source. Validate every marketing link before it goes live. Prevent data fragmentation, broken attribution, and hours of manual cleanup.
Everything you need to enforce UTM standards and maintain clean analytics
Prevent dirty data at the source. Validate UTM parameters before they reach Google Analytics, Adobe, Mixpanel, etc.
Consistent naming = accurate attribution. Prevent campaign data splitting across reports due to typos or inconsistencies.
Catch malformed links before they go live. Web validator + API for automated quality checks in every workflow.
Track validation rates, fail rates, top issues over time. See governance health improving week over week.
Automatically fix common errors: "fb" → "facebook", lowercase enforcement, trim excess length. Clean data by default.
Automated reports on new invalid values, policy drift, top violators. Catch issues before they become problems.
When every link is validated before launch, you can trust your attribution data. No more wondering if campaign performance is real or data quality issues.
No more exporting GA data to Excel, finding duplicates, reconciling "facebook" vs "Facebook". Governance enforces standards automatically.
Fragmented campaign data = inaccurate ROAS. Clean UTMs = accurate performance measurement. Make better budget decisions.
New marketers, agencies, and contractors automatically follow your standards. Self-service validation. No manual training.
See how UTMPolicy solves common marketing operations challenges
Fragmented Campaign Data
Enforce case sensitivity rules. "Facebook", "facebook", "fb" all normalize to "facebook". All traffic rolls up correctly.
Broken Attribution Model
Require utm_campaign format validation. Prevent typos breaking multi-touch attribution mapping.
Agency Data Quality Issues
Each agency validates links before delivery. Blessed links prove compliance. No more "which agency broke tracking?"
Post-Launch Data Cleanup
Stop wasting hours fixing historical data. Validate links before launch. Clean data from day one.
Multi-Channel Attribution
Consistent UTMs across email, paid social, PPC, affiliates. Attribution model works correctly across channels.
Executive Reporting Trust
When leadership questions campaign performance, show governance reports. Prove data quality is high.
Common questions about Marketing Analytics Governance
Marketing analytics governance is the practice of ensuring data quality, consistency, and integrity in marketing measurement systems. For UTMs, this means defining standards (naming conventions, required parameters, allowed values) and enforcing them before links go live—preventing dirty data from entering analytics.
Inconsistent UTM parameters fragment campaign data across reports. "Facebook" vs "facebook" vs "fb" creates 3 separate sources in analytics. This breaks attribution models, inflates channel counts, makes ROAS analysis impossible, and wastes hours in manual cleanup. Governance fixes this at the source.
By validating every tracking link before it goes live. Invalid parameters get rejected with specific errors. Auto-normalization fixes common mistakes. Only clean, policy-compliant links enter your analytics. No retroactive cleanup needed.
UTMPolicy focuses on preventing future dirty data. However, you can use the validation API to audit historical URLs and generate cleanup reports. Most teams find preventing future issues is more valuable than fixing past problems.
Show the cost of dirty data: hours spent reconciling reports, inaccurate ROAS, broken attribution, executive distrust of analytics. Then show how validation takes 5 seconds per link but saves hours per week in cleanup. ROI is obvious.
Yes. UTMPolicy validates UTM parameters before they reach any analytics platform (GA4, Adobe Analytics, Mixpanel, Amplitude, etc.). Clean UTMs improve data quality in all systems.
Start fresh with governance. Define your policy, validate all new links. Over time, clean data becomes the majority. You can optionally audit and fix historical data in parallel.
No implementation needed for web validator. API integration takes 30 minutes for most tools. Zapier/Make integrations are pre-built. Non-technical marketers can use it day one.
Join marketing teams using UTMPolicy to maintain clean, consistent tracking data.
Coming Q1 2026 • Early Access Available